Coopers Business Case
Contents:
Table of Contents
1 Introduction 2
2 Company Background 2
3 Company analysis- Porters five forces 3
4 Coopers Value Chain 6
5 Current Position 7
6 Future direction for Coopers 7
7 Appendixes 8
8 References 12
1. Introduction
Coopers Brewery has had a successful journey from its humble beginnings to it third tier position in duopolistic competing market. Coopers has not existed without its share of disturbances and risk of been taken over by a larger global player, however Coopers managed to defend itself. Coopers has positioned itself in a highly competitive market with a differentiated brand and product that has captured a niche market. Coopers has also successfully integrated a high value chain which in turn captures the essence of Coopers at the same time delivering value at multiple stages. In order for Coopers to stay competitive in the future, Cooper’s differentiation strategy can translate into new emerging markets and changing customer tastes for beer and deliver beer to new niche market segment.
2. Company Background
Established in 1862 by Thomas Cooper, Coopers is a 5th generation family owned business that manufactures and sells beer, home brew and malt extract.
In 1997, the business purchased a $40 million state of the art manufacturing, bottling and distribution plant in Regency Park South Australia. With advanced robotics and a commitment to an eco friendly plant and processes to reduce their carbon footprint, Coopers has never lost sight of their mission.
Mission Statement:
Coopers mission statement for its beer as stated in the case study was “to provide natural beverages and food ingredients which satisfy tastes and nutritional needs, and create enjoyment” (Hubbard 2008, pg7)
3. Company Analysis - Porters five Forces
To assess the competitive landscape and to understand where Coopers Brewery is positioned a number of assessment models or framework can be used. To assess Coopers Brewery current
Table of Contents
1 Introduction 2
2 Company Background 2
3 Company analysis- Porters five forces 3
4 Coopers Value Chain 6
5 Current Position 7
6 Future direction for Coopers 7
7 Appendixes 8
8 References 12
1. Introduction
Coopers Brewery has had a successful journey from its humble beginnings to it third tier position in duopolistic competing market. Coopers has not existed without its share of disturbances and risk of been taken over by a larger global player, however Coopers managed to defend itself. Coopers has positioned itself in a highly competitive market with a differentiated brand and product that has captured a niche market. Coopers has also successfully integrated a high value chain which in turn captures the essence of Coopers at the same time delivering value at multiple stages. In order for Coopers to stay competitive in the future, Cooper’s differentiation strategy can translate into new emerging markets and changing customer tastes for beer and deliver beer to new niche market segment.
2. Company Background
Established in 1862 by Thomas Cooper, Coopers is a 5th generation family owned business that manufactures and sells beer, home brew and malt extract.
In 1997, the business purchased a $40 million state of the art manufacturing, bottling and distribution plant in Regency Park South Australia. With advanced robotics and a commitment to an eco friendly plant and processes to reduce their carbon footprint, Coopers has never lost sight of their mission.
Mission Statement:
Coopers mission statement for its beer as stated in the case study was “to provide natural beverages and food ingredients which satisfy tastes and nutritional needs, and create enjoyment” (Hubbard 2008, pg7)
3. Company Analysis - Porters five Forces
To assess the competitive landscape and to understand where Coopers Brewery is positioned a number of assessment models or framework can be used. To assess Coopers Brewery current
References: 4. Current position Positioning in this paper refers to the Porters model of “Three Generic Strategies” (1985) Continually focusing on changing consumer tastes and reviewing whether or not to compete in those markets. This will create new product life cycles, in a declining market (Nwabueze 2001). Appendix 2: Porters Five Forces Model Source: Harvard Business Review(Porter 2008) Appendix 3: Beer production Value Chain: Source: (ISO 2013) Source: (Porter 2008) 7 Byrom, John, and Kim Lehman. 2009. "Coopers Brewery: Heritage and Innovation within a Family Firm." Marketing Intelligence & Planning 27 (4): 516-523. doi: http://dx.doi.org/10.1108/02634500910964074. Hubbard, Graham. 2008. "Coopers Brewery." IVEY. Business. The University of Western Ontario. The University of Western Ontario. ISO. 2013. "Baltika Breweries-Economic Benefits of Standards -Case Study." ISO ORG. http://eng.baltika.ru/. Kaczanowska, Agata. 2010. Beer Production in the Us. IBISWorld Industry Report 31212, http://www.ibisworld.com.au/.